Use Stories to Win the Inbox Battle

Following an armed conflict between Israel and Hamas, Oxfam staff went to Gaza to help address the humanitarian need. The organization needed to quickly raise a large amount of money to help families whose lives were affected by the crisis.

People on Oxfam’s email list received a vivid story of the grim conditions on the ground, which provided a clear sense of the stakes and the need for more funding. The email made a moving human connection by sharing the story of Enshira, a Palestinian sheltering in a public building as the water supply dwindled.